Post on 05-Dec-2014
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A transição para a televisão digital terrestre
Experiências de Dinamarca
Peter Olaf Looms
2 de Março de 2011
Wednesday, March 2, 2011
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1.The transition from analogue to digital television in Europe - trends
2.Danish experience from 2006-2009 - lessons learned
3.Digital TV and access services?
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Wednesday, March 2, 2011
1. The transition from analogue to digital television in Europe - trends
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1997
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1998
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1999
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2000
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2001
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2002
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2003
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2004
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2005
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2006
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2007
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2008
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2009
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2010
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TrendsA. Mainly step-by-step, region-by-region
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TrendsB. “The Big Bang” strategy
only in small countries
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TrendsC. Mobile TV has not been a “killer app”
DVB-H and DMB-T lack a good business model
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2. Danish experience with DTT from 2006-2009 - lessons learned
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Denmark - basic stastistics
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Denmark• 5.5 million inhabitants• 2.5 million households• Small and flat
Television consumption• Just over 3 hours a day and growing• Digital cable and digital satellite (pay TV) have 80% of market• Terrestrial about 20%• IPTV still insignificant
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Analogue to digital in Denmark
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April 2006 digital starts (1 mux)28% - terrestrial TV for main TV set49% - terrestrial TVfor 1st or following sets
October 31 2009analogue shut-off“big bang”National, regional and local TV channelsAlso overspil from Norway, Sweden and Germany
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Channels in Eastern Denmark
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Channels in Eastern Denmark
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Channels in Eastern Denmark
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Channels in Eastern Denmark
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“The Danes and the Digital TV Signal”
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Terrestrial television in Denmark(main television set)
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The Danish campaign - who did it target?
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From general awareness to vulnerable groups
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Sub-campaign 1 Sub-campaign 2 Sub-campaign 3 Sub-campaign 4
Everyone Vulnerable groups
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Three campaign goals
1. Public awareness that analogue TV would be switched off in October 2009
2. Public awareness of whether they personally would be affected by analogue shut-off
3.If affected, to be able to acquire the necessary equipment in order to receive the new digital signal.
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Everyone
The messages of the 4 sub-campaigns
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Sub-campaign 1 Sub-campaign 2 Sub-campaign 3 Sub-campaign 4
Awareness Information Call to Action Call to Action
Analogue TV is going to
be switched off
Do you risk not being
able to watch
television?
You can get help about
the new digital TV
signal here.
Do you risk not being
able to watch
television from
Sunday onwards?
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Campaign identity and logo
• Need to find a name that was not too complex: “the new TV signal”
• Need to choose logo colours that were neutral (i.e. neither national colours nor those used by existing players in the television market)
• This left lime green, lilac and white:
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Base line figures (12 months before analogue shut-off)
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Target audience Question(KPI, Key Performance Indicators)
Situation as of October 2008 (i.e. ASO minus 12 months)
Whole population A. have you heard that the analogue TV signal will be switched off on October 31 2009?
61%
Whole population B. Do you know whether the main TV in your home will be affected by analogue switch-off?
36%
Households expected to be affected (49%)
C. Is your home ready for the digital TV signal?
N.A.
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Digital terrestrial TV stakeholders
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TV industry Government bodies
Municipalitiesand NGOs
Consumer Electronics
Manufacturers and Retailers
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Networking and awareness
Central Decentral Distributed
Campaigns Local information Family/Friends Volunteers
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Flyers to mobilise everyone
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From the general to the specific
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Consumer Electronics Industryincluding Retailers
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Also advertising the day after
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Web siteAbout 400,000 unique users
Also moderated discussion forum
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Call Center and Hotline15,000 calls, 6,500 before analogue shut-off
(less than anticipated)
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What did it all cost?
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Budget item % of total
Cost (Euros)
Secretariat, campaign management and admin 5.4% 303,420
Analysis and strategic planning 1.6% 87,500
Call centre and hotline (outsourced) 2.0% 115,084
Concept development 4.3% 240,667
Graphic implementation 1.4% 78,467
Project and production management 1.4% 79,007
Production 10.1% 570,598
Advertising 37.1% 2,085,996
Printing of brochures 3.5% 195,757
Logistics, distribution and postage 2.3% 126,580
Network communication 5.9% 329,733
Public Relations 3.4% 192,000
Audience research 2.5% 138,814
Consortium buffer 3.1% 173,333
Contract buffer 16.1% 905,168
Total outlays 100.0% 5,622,123
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Results: DTT in Denmark and Sweden
Aware of analogueswitch-off
(all households)
Will be affectedbut ready for digital
switch-over49% of households)
Know whether theywill be affected by
analogue switch-off(all households)
Denmark 17 monthsSweden
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Results: DTT in Denmark & switch to natural gas in Copenhagen
Aware of analogueswitch-off
(all households)
Will be affectedbut ready for digital
switch-over49% of households)
Know whether theywill be affected by
analogue switch-off(all households)
Switch to natural gas
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Buy digital equipment
Check equipment
Networking
Awareness
General stages from awareness to action
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0
25.0
50.0
75.0
100.0
- 12 months - 9 months - 6 months - 3 months ASO
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3. Digital TV and access services?
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UN Convention on the Rights and Dignity of Persons with Disabilities
Portugal ratified the convention and the protocol 23-9-2009
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Digital TV and e-inclusion
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Opensubtitles
Audiodescription
Signing
Livesubtitles
Audiosubtitles
SpokenEPG
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Digital TV and e-inclusion
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Awareof existence
New userof service
Satisfieduser
AccessServices
Awareness is not enough.
Other KPIs are needed includingUse and
Satisfaction
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Digital TV and e-inclusion
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AccessServices
Digital Terrestrial Televisionis one option for complying with
the UN Convention and the EU Audiovisual Media Services Directive
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Obrigado!
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Contact particulars
Peter Olaf LoomsDR, Danish Broadcasting Corporation
Strategy & ProjectsDR-ByenEmil Holms Kanal 20DK-0999 Copenhagen CDENMARK
E: polooms@gmail.comM: +45 51 56 75 46
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Uso actual de las frecuencias
Dividendo digitalTDT (antes de terminar emisiones analógicas)Aeronáutico/marítimoFranquiciaDefensaServicios de emergenciaFines científicosRadio digitalMóvil públicoPBR, otros
Source: OFCOM, UK December 2006
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Los usos de las frecuencias al fenecer transmisiones analógicas
Dividendo digitalTDT (antes de terminar emisiones analógicas)Aeronáutico/marítimoFranquiciaDefensaServicios de emergenciaFines científicosRadio digitalMóvil públicoPBR, otros
?
Source: OFCOM, UK December 2006
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Los usos de las frecuencias al fenecer transmisiones analógicas
Dividendo digitalTDT (antes de terminar emisiones analógicas)Aeronáutico/marítimoFranquisiaDefensaServicios de emergenciaFines científicosRadio digitalMóvil públicoPBR, otros
?
Source: OFCOM, UK December 2006
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Los usos de las frecuencias al fenecer las transmisiones analógicas
Digital dividendDTT (after ASO)Aeronautical/maritimeLicence exemptDefenceEmergency servicesScienceDigital radioPublic mobilePBR, other
Source: OFCOM, UK December 2006
Más canales?
Mejor imagen y calidad de sonido?
TV móvil?
Acceso móvil a banda ancha
(WiMax)?
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Los usos de las frecuencias al fenecer las transmisiones analógicas
Digital dividendDTT (after ASO)Aeronautical/maritimeLicence exemptDefenceEmergency servicesScienceDigital radioPublic mobilePBR, other
Source: OFCOM, UK December 2006
Más canales?
Mejor imagen y calidad de sonido?
TV móvil?
Acceso móvil a banda ancha
(WiMax)?
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Los usos de las frecuencias al fenecer las transmisiones analógicas
Digital dividendDTT (after ASO)Aeronautical/maritimeLicence exemptDefenceEmergency servicesScienceDigital radioPublic mobilePBR, other
Source: OFCOM, UK December 2006
Más canales?
Mejor imagen y calidad de sonido?
TV móvil?
Acceso móvil a banda ancha
(WiMax)?
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Los usos de las frecuencias al fenecer las transmisiones analógicas
Digital dividendDTT (after ASO)Aeronautical/maritimeLicence exemptDefenceEmergency servicesScienceDigital radioPublic mobilePBR, other
Source: OFCOM, UK December 2006
Más canales?
Mejor imagen y calidad de sonido?
TV móvil?
Acceso móvil a banda ancha
(WiMax)?
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Los usos de las frecuencias al fenecer las transmisiones analógicas
More ChannelsBetter qualityMobile TVMBA/WiMAXDTT (after ASO)Aeronautical/maritimeLicence exemptDefenceEmergency servicesScienceDigital radioPublic mobilePBR, other
Source: OFCOM, UK December 2006
Más canales?
Mejor imagen y calidad de sonido?
TV móvil?
Acceso móvil a banda ancha
(WiMax)?
Qué balance?
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Los usos de las frecuencias al fenecer las transmisiones analógicas
Escenarios en Inglaterra
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